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International Marketing Plan

Orgainc baby food puree pouch

International Marketing Plan

Orgainc baby food puree pouch

Table of Contents

Introduction 2

Part 1) Business Objectives 2

Part 2) Country Screening 2

Part 3) STP 3

Segmenting 3

Targeting 4

Positioning 5

Part 4) Marketing Objectives 5

Part 5) Entry Mode Selection 6

Part 6) Detailed International Marketing Mix 7

Brand 8

Price 9

Product 9

Place 10

Promotion 11

Part 7) International Marketing Budget 12

Appendix 1 13

Appendix 2 16

References 17

Introduction

This international marketing plan establishes Piccolo’s Organic Baby Food Puree Pouch in Vietnam, making sales of 200,000 units earning a gross revenue of £112,000 for a marketing promotional budget of £38,080. Overall the year plan makes a profit of £17,920.

Part 1) Business Objectives

The following are objectives when entering Vietnam:

A minimum of £112,000 in gross sales revenue in the first year by achieving a sales volume of 200,000 units at £0.56 ex-factory price (£1.18 end consumer price) per unit

Break even by the end of the third quarter of the first year.

Earn a net profit of £17,920 by the end of the first year

Fig. 3.1 in Appendix 2 outlines the financials in detail.

Part 2) Country Screening

Being a small company with limited budget, the country of entry should not be too unstable; politically and operationally. Being brand new in the market, remittance procedures should also not be too complex to allow for currency exchange between British pound and Vietnamese dong for export as well as to transfer capital and profit back to the UK. Thus, the BERI index has been consulted, which puts all 3 criteria into consideration to define the “knock out criteria” (Hollensen, 2017, pp.295). Any country with “prohibitive risk” will be eliminated i.e. a score of less than 40 (Appendix 1, Fig. 2.1). Therefore, Brazil and Nigeria are both eliminated.

The remaining Vietnam and China are both east Asia nations, meaning they have highly collectivist cultures (Appendix 1, Fig. 2.2), so unlike in individualist cultures, family members are highly reliant on each other to survive, so the retirees are highly dependent on the working age population (Nguyen, Terlouw, and Pilot, 2005). (Appendix 1, Fig. 2.3) shows China’s population is approximately 14 times the population of Vietnam, however when looking at age structure, Vietnam has a larger 0-14-year-old population compared to China. Furthermore, China has a larger 55 and over population, and being a “collectivist culture” means the working members of the family in China must split more of their budget on caring for the elders and less on the babies compared to Vietnam. Piccolo´s Baby Pouches are on the more premium side of baby nutrition and thus they would be more suitable for Vietnam where the parents have more income budgeted for babies.

Two final points to consider are the lack of trust in organic labels (Luo, 2015) and over saturation of organic food competitors (Heinze, 2016) in China, which is a huge competitive disadvantage as “organic” is a strong selling point for Piccolo´s Baby Pouches.

Part 3) STP

Segmenting

Piccolo´s baby pouches will be targeted at Vietnamese mothers of children under 3 years of age with high household income. (Appendix 1, fig. 2.4) identifies that “Region 1” will be targeted for having the highest income. However, as Piccolo is still a very young company with limited budget, a high level of focus is required when first entering such a foreign market; narrowing down to the two highest income cities in Vietnam; Ho Chi Minh City (HCMC) and Hanoi.

Fig. 1.1 – Income Breakdown for HCMC and Hanoi

Student´s own creation based on: (Nielsen, 2011)

Class A and Class B will be targeted and thus distribution will go to Urban Hanoi and Urban HCMC which have the highest concentration of Class A and B consumers. Furthermore, since the publishing of these income statistics in 2011, Vietnam´s GDP per capita has grown by 44% (Thế giới & Việt Nam, 2016; The World Bank Group, 2016) and is projected to grow even more in 2017 and beyond (Vietnam Law and Legal Forum magazine, 2015), thus if entry is successful, there is good purchasing power potential to expand to the rest of urban “region 1” in the future.

Within this geographical segmentation, further breakdown is needed to segment based on need (Cooke, 2012). According to a market report from Ipsos (2016) studying insights of Vietnamese mothers of 0-3-year-old children using premium formula milk, key insights have been identified for this consumer group:

Traditional – bonding & trust; by pampering, protecting and disciplining. Core values.

Progressive – allowing children freedom to learn through play and self-discovery.

Mom knows best – freedom to explore within mother’s set boundaries.

Tensions – conflict between “Traditional” and “Progressive” values. More and more mothers are wanting to be progressive and allow their child to explore, however fears the child getting hurt and being labelled as a “bad mother”.

Targeting

Fig. 1.2 – Typical Consumer Profiles

Consumer A. Ms. Trần thị thu

Consumer B. Ms. Huỳnh văn trúc

Consumer C. Ms. Phạm ngọc hương

– Income: Class A (upper class)

– Age: 31

– Residence: Urban Hanoi

– Mother of 3-year-old daughter

and 1 year old son

– highly “Traditional” approach to raising children.

– Building a trust bond with her children; highly pampering, protecting and disciplining the child. Fulfilling basic core needs.

– collects information about raising children mainly from face to face conversations with friends, family and other mothers

– Income: Class B (mid-upper class)

– Age: 25

– Residence: Urban Hanoi

– Mother of 6-month-old son

– Mostly follows “Traditional” approach” however wants to allow her child the freedom to explore him/herself

– conflicted by tensions of the “traditional mother” and fears negative judgement from her peers and extended family

– collects information about raising children from face to face conversations with peers and family as well as from the internet and social media

– Income: Class A (upper class)

– Age: 27

– Residence: Urban Ho Chi Minh City

– Mother of 10-month-old daughter

– “Progressive” approach to raising children

– parenting is not only about pampering and disciplining, but also about encouraging play, discovery, social interaction and fun

– collects information about raising children from face to face conversations with peers and family as well as from the internet and social media

Consumer B and Consumer C will be targeted. For this to be successful, both “Traditional” and “progressive” values need to be fulfilled.

Positioning

Identification of the existing competitors is required to help differentiate Piccolo´s product from competition offers (Goldman and Lindsey-Renton, 2012). Therefore, a brief “Vietnamese Baby Nutrition” industry analysis has been devised below based on an interview with Vietnamese Market Research Expert: Huynh (2017).

Over saturation of Formula Milk products from brands such as: Vinamilk, Abbott etc.

Home-made baby food very popular; usually congee, meat and vegetables blended into a puree-like texture.

There exists a few imported Baby Puree brands, the main ones include: Heinz (USA), Hipp (Germany), Blédina (France), however they are:

contained in inconvenient glass jars from which parents must spoon feed their child

not organic (except Hipp)

lacking proper connection to the emotional dynamics of the mother and her child mentioned in the key insights earlier in the Segmenting section.

From the industry analysis, two “Strategic Groups” are identified (Johnson, Scholes and Whittington, 2008). First is the Formula milk and second is the Puree (including home-made). Piccolo will be competing in the second strategic group and thus imported Purees and home-made Purees will be the competitors. These key messages will be projected so that the value proposition both satisfies the target market´s key insights and desires as well as to differentiate from the competition´s offers (Hollensen, 2017, pp.521).

Piccolo´s puree comes in pouches, so it is easy and safe for your child to hold and drink but also allows him/her the freedom to explore

Piccolo is a premium product with organic ingredients to ensure the best quality and safest nutrition for your child

Piccolo uses fresh ingredients, cooked by a loving mum for her child

Part 4) Marketing Objectives

Effective marketing objectives are those that align with the corporate direction of the firm (Srinivasan, 2009) and therefore help to achieve the business objectives discussed in part 1. They are to be achieved by the end of year one and are as follows:

Fortify Piccolo´s brand within the chosen market segment – making sure consumers understand the superior qualities of the Piccolo brand compared to existing market offers and that 45% of the market segment will know of the Piccolo name.

Establish market share – gaining 18% market share from the commercial Puree market by the end of year one and penetrating at least 15% of the “Blue Ocean” home-made Purees market discussed in the marketing mix in part 6.

Referrals – At least 30% of new sales should be generated via WOM (Word of Mouth) and social media referrals of existing customers by the end of year 1. (further discussed in part 6)

Sales by retail type – type x = 55%, type y = 30%, type z = 15% (Part 6, Fig. 1.4)

Part 5) Entry Mode Selection

Both Internal and External factors will be considered when choosing the entry mode (Hollensen, 2017, pp.353-355).

Internally; Piccolo is small, with limited budget and the managers have limited international experience.

Externally; sociocultural distance between Vietnam and the UK is large, as the UK is a first world country with a western European way of living whereas Vietnam is a third world country with south east Asian culture (Chalre Associates, 2015). Furthermore; Vietnam´s political, operational and remittance risk are still quite high (Appendix 1, Fig. 2.1). Therefore, not too much direct capital should be invested. Hence Export mode has been chosen.

To take advantage of the “Desired mode Characteristics” (Hollensen, 2017, pp.356-357), direct export will be the entry strategy, allowing for more control over the marketing mix (Hollensen, 2017, pp.381). This is because some elements of the marketing mix will require a medium/high level of customisation and direct export will allow for this.

According to Vietnamese import expert Nguyen (2017), this product is categorised under “Food Supplements” by the Vietnamese government and therefore requires a short testing by the “Vietnam Ministry of Health” before it can be sold in Vietnam. Furthermore, only a Vietnamese importer will have the license to import once these products are given the clearance, meaning Piccolo will be highly reliant on the importer, so the selection process of this importer is very important. Two important things to note for Vietnam are:

The Vietnamese government sets a tariff of 22.5% which includes shipping and insurance costs, all to be incurred by the Vietnamese importer.

Vietnamese VAT is only 10%, which is half that of the UK (Gov.uk, 2017), meaning that the price escalation due to importer and wholesaler mark-ups will be softened so that the consumer price in Vietnam will not be much higher than in the UK.

As seen in Appendix 1, Fig. 2.5, there are two modes to consider. Mode B has the advantage of potentially reaching a larger variety of retailers as the wholesalers have more reach to retailers compared to the importer. However, it highly inflates the final price. On the other hand, Mode A has lesser retailer reach but is 12% less inflated.

In terms of retail, the product will be sold only in Premium supermarket chains, Premium baby stores, and Import only foods stores (which are growing in popularity in Vietnam). Since there is clear focus on the desired retailers, Mode A (Appendix 1, Fig. 2.5) will be chosen to limit the price escalation.

With all criteria mentioned, here are the key characteristics required of the partner import agent:

Have good connections to the above-mentioned retail channels

Have the capacity to distribute directly to retail without the need of a wholesaler

Be familiar with importing baby food products, especially Purees

Have good geographical coverage to both Hanoi in the north and HCMC down south

Have expertise with importing products from Europe as well as organic products.

Has “Premium Image”: since Piccolo is a premium brand, the chosen agent needs to be exclusively importing high quality, premium products to align with Piccolo´s brand

Công Ty TNHH Hamar Việt Nam has been the chosen import partner.

Part 6) Detailed International Marketing Mix

Piccolo will be competing against baby food Purees, and in Vietnam, these are all imported products. The “Country of Origin” factor (Hollensen, 2017, pp.522) is very important when it comes to this specific product category, since they are premium products, priced significantly higher than the average baby nutrition product such as formula milks. Therefore, this image of “foreign” from the USA, or Europe (Huynh, 2017) creates a strong “perceived quality” (Hollensen, 2017, pp.500) justifying the higher price.

Still a major player in this segment are the home-made Purees, which take up to 80% of the Baby Puree market (Huynh, 2017). These home-made Purees are firstly cheaper and use “fresher” ingredients, but also represents a special bond of “made by mother for her beloved child” which strikes a very important chord in Vietnamese family culture. This represents an untouched “Blue Ocean” that can be harnessed by Piccolo (Hollensen, 2017, pp.308-312).

The approach to the Marketing Mix would be to make small “localised” customisations to certain elements of the marketing mix, while keeping with Piccolo´s core business values, as seen in the case of Ikea’s entry into Japan (Perepu and Purkayastha, 2008). However, standardisation will be made everywhere possible due to the huge cost savings associated with it (Levitt, 1993). Thus, the principles of “Glocalisation” (Hollensen, 2017, pp.22) will be applied.

Brand

Degree of customisation: very low

Piccolo´s brand is meant to create value to the customers beyond the tangible attributes of the Puree itself (Hollensen, 2017, pp.525). Fortunately, Piccolo´s brand already satisfies the key desires of the targeted market segment, so no modification to the brand image is required when going into Vietnam. However due to “sociocultural” differences (Hollensen, 2017, pp.252-256), certain elements of the 4Ps need to be modified to better communicate the brand to the Vietnamese market.

Here are Piccolo´s key brand strengths:

European certified organic label

“Mediterranean Goodness” – representing “Fresh” ingredients and “family values”

“nature, nurture, nourish” – further amplifies “fresh” ingredients, mother-child bond, nutritious

Ms. Catherine Gazzoli; the mother who started the company out of love and care for parents and children

Convenience, fun, freedom to explore – due to pouch storage

Slogan

The slogan: “tươi ngon từ bếp của mẹ” (English: “fresh from mum´s kitchen”) will be incorporated into the marketing mix as it truly captures the essence of Piccolo´s brand in Vietnam and helps consumers to identify and remember the brand (Hemani, 2012). It also embraces the desires of the “Blue Ocean” consumers, who long for fresh ingredients and the mother-child bond.

(Appendix 1, fig. 2.6) specifies the exact marketing messages to be communicated based on Piccolo´s brand and market analysis mentioned above, as well as consumer insights mentioned in part 3.

Price

Degree of customisation: low – only 8% difference compared to domestic pricing (Appendix 1, Fig. 2.5).

As mentioned in part 5, Mode A is chosen and therefore the price will be £1.18 (Appendix 1, Fig. 2.5), which is equivalent to 34,000VND for one 100g pouch. Based on field research at chosen stores (Fig. 1.4), competitor´s products have a median price of 30,400 VND. Piccolo´s chosen price point represents “premium pricing” strategy (Magloff, 2017) therefore a superior quality and “Unique Selling Point” (Hollensen, 2017, pp.640) need to be clearly communicated to the consumer. This is possible through the superior brand attributes mentioned at the beginning of part 6 and will be communicated via methods mentioned in the Product and Promotion section.

Product

Degree of customisation: low – small adjustments only to the packaging including:

Delete “supporting NCT, the UK´s largest charity for parents” at the back, since Vietnamese consumers simply don´t know what it is and it will only cause confusion (Huynh, 2017) – A (Fig. 1.3)

Replace “Mediterranean goodness” with the chosen slogan, using the English version “fresh from mum´s kitchen” – B (Fig. 1.3)

EU Organic Label will come in place of the nct stamp, accompanied by simply the word “Organic” as it is a trendy word for the chosen market and is enough to entice the consumers (Huynh, 2017). “European Standards” highlights the “country of origin” effect mentioned at the beginning of part 6 – C (Fig. 1.3)

Everything on the pouch itself needs to be left in ENGLISH, emphasising “foreign”, which represents high quality, whereas Vietnamese packaging would represent low quality (Huynh, 2017). A separate Vietnamese translation sheet will be stuck on the pouch with translations of the safety precautions and storage instructions and written in bold will be the words “Organic – theo tiêu chuẩn châu Âu” (“Organic – following European standards”) as a European certification represents high quality and reliability – D (Fig. 1.3)

Fig. 1.3 – Adjustments to domestic packaging

B

B

A

A

D

D

C

C

(front) (back)

Place

Degree of customisation: medium/high – retail type x will be utilised like in the UK however types y and z (Fig. 1.4) are quite unique to Vietnam.

Fig. 1.4 below specifies the chosen stores as they align with the need to project the “Country of Origin” effect since these retailers sell lots of imported product and some even sell imported products exclusively. They maintain a “Premium image” which is inviting to the “upper class” mothers that Piccolo will sell to.

It is important that Piccolo stays exclusive to these stores and avoid lower end stores such as “convenience stores” and “mid to lower end supermarket chains” as not only do the target market not shop there, it will also ruin the “premium image” and thus lower the “brand equity” which will make the chosen “premium pricing” strategy ineffective (Hollensen, 2017, pp.525).

Fig. 1.4 – Chosen retail stores

Retail Type

Chosen stores

x) Premium supermarket chains

Giant, Aeon citimart, Co-op extra

y) Premium baby stores

Shop Mẹ và Bé, Bibomart, Concung

z) Import only foods stores

Annam Gourmet Market

Student´s own creation based on: (Hunyh, 2017) & student´s field research

Promotion

Degree of customisation: medium/high

Huynh (2017) says that these mothers are very “tech-savvy”. They are very active on social media and collect lots of information from the internet. Therefore, a digital-heavy approach will be taken to the promotional efforts with POS sales promotion and TV advertising for support. Traditional methods of “personal-selling” would be highly cost-ineffective and therefore will not be used.

Digital Marketing

According to eMarketer Inc (2017) mothers are extremely receptive to WOM marketing. They are most likely to trust and spread the word. Furthermore, Pandey & Khare (2017) states that WOM is the most critical factor in convincing consumers to purchase organic food in developing markets.

One of the most effective ways to spread the WOM is via Social Media, thanks to the “pinball effect” where each consumer that Piccolo convinces will themselves spread the word within their networks and so on (Hollensen, 2017, pp.661). Therefore, Facebook and YouTube campaigns will be launched along with posts on select mothering blogs in Vietnam such as; blognuoicon.com, blognhatitun.com etc. Content posted will be in a mix of English and Vietnamese, as Vietnamese helps make sure all the consumers understand, however English will once again provide the image of “foreign, European brand” and thus superior quality (Huynh, 2017).

POS sales promotion

A large display cut out of the Product accompanied by the slogan and sample pouches will be placed near the checkouts of select retail branches with most traffic for the first 3 months.

TV advertising

There will be a 3-month TV advertising campaign run in Vietnamese language 3 times per week, containing the marketing messages specified in Appendix 1, Fig. 2.6. The main characters in the advert include a mother and her son, to emphasise the mother-child dynamic. It also includes a short 8-second part of Ms. Catherine Gazzoli (CEO) speaking in ENGLISH of her inspiration to start up the company, once again reinforcing the “foreign” brand image and mother-child bond.

Part 7) International Marketing Budget

Marketing spending is based on the strategies mentioned in the marketing mix and are as follows:

Fig. 3.1 in Appendix 2 outlines specifics and other financial data.

Appendix 1

Fig. 2.1 – BERI Index

“Operations Risk Index”: represents the extent to which local business are given priority treatment and the quality of the business environment and continuity

“Political Risk Index”: the danger that the political situation of the country may pose on the company

“Remittance & Repatriation Factor”: the ease of exchanging currency between home country and host country and transferring funds back and fourth

70-100 = Low Risk 55-69 = Moderate Risk 40-54 = High Risk 0-39 = Prohibitive Risk

Brazil

China

Nigeria

Vietnam

Combined Score 2016

30

54

37

43

Combined Score +5 years

38

58

42

50

Student´s own creation based on: (Brazil Profit Opportunity Recommendation, 2016) (China Profit Opportunity Recommendation, 2016) (Nigeria Profit Opportunity Recommendation, 2016) (Vietnam Profit Opportunity Recommendation, 2016)

Fig. 2.2 – Individualism vs Collectivism

1 = highly collectivist —————— 120 = highly individualistic

Guatemala (lowest in the world)

Vietnam

China

Argentina

USA

(highest in the world)

Individualism score

6

20

20

46

91

Student´s own creation based on: (Geert-hofstede.com, 2017)

Fig. 2.3 – Demographics

China

Vietnam

Population

1,388,232,693

95,414,640

Population yearly growth

0.43 %

1.27 %

0-14 year olds

17.1 %

24.3 %

55 years old and over

20.9 %

13.1%

youth dependency ratio

24.9 % 

31.9 % 

elderly dependency ratio

12.5 % 

9.4 % 

Student´s own creation based on: (Barrientos and Soria, 2014) (Worldometers, 2017)

Fig. 2.4

Student´s own creation based on: (Kế toán Thiên Ưng, 2017)

Fig. 2.5 – Entry Mode & Pricing

Cost of production £

0.28

0.28

0.28

 

Domestic

Mode A: Foreign Importer → Retailer

Mode B: Foreign Importer → Wholesaler → Retailer

Piccolo (Ex-factory) 100% margin

0.56

0.56

0.56

Tariff, Insurance & Shipping Costs (22.5%)

 

0.13

0.13

 

 

 

 

Importer pays (cost)

 

0.69

0.69

Importer’s Mark-up (15% of cost)

 

0.10

0.10

 

 

 

 

Wholesaler pays (cost)

0.56

 

0.79

Wholesaler’s Mark-up (20% of cost)

0.11

 

0.16

 

 

 

 

Retailer pays (cost)

0.67

0.79

0.95

Retailer’s Mark-up (36% of cost)

0.24

0.28

0.34

 

 

 

 

Consumer Price (before VAT)

0.91

1.07

1.29

Consumer Price (with VAT 20% in UK, 10% in Vietnam)

1.10

1.18

1.42

% Price escalation over domestic channel

 

8%

20%

Student´s own creation based on: (Hollensen, 2017, pp. 562)

Fig. 2.6 – Consumer Insight & corresponding marketing message to be used by Piccolo

Consumer Insight

Marketing message

“Organic” is new and trendy and is good for health

Promote that the brand is European certified organic, coupled with the official EU organic label – the phrase “Organic – theo tiêu chuẩn châu Âu” (organic – following European standards) should be constantly mentioned

Foreign brands from Europe are of very high quality and a lot more trustworthy compared to Vietnamese brands

Home-made Purees are the preferred way to feed children due to the freshness of ingredients and the emotional mother-child bond associated with it (this is the “Blue Ocean” to exploit)

The idea that the purees have been freshly prepared by a mother for her child should be strongly embedded, with frequent mention of the slogan – “tươi ngon từ bếp của mẹ” or in English: “fresh from mum´s kitchen” (Language will depend on situation, which is specified in the marketing plan)

“Traditional” values of discipline, protecting and pampering the child vs “Progressive” values of freedom and exploration

Sell the unique pouch form factor of this product being highly convenient and allowing fun and freedom for the child

Appendix 2

Fig. 3.1 – Marketing Budget and Financials

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